And the thought is this one: “What I do is more important than what you do.”
Sorry, Account team, New Business Team, IT department, CFO, CMO, Media Planners, Data miners, and even the planning department.* In the minds of every creative: You are support staff. **
Here’s why. This is an “Advertising” Agency. And, it’s our job to make the “Advertising”. Everything else comes second. Or at least, it should.
OK, maybe not every Creative believes this. But I’m convinced they’ve AT LEAST thought it once in their careers. “Creative is the most important part of “advertising” or “driving sales”.
Well, it seems we now have NUMBERS TO PROVE IT!
Check this shit out from comScore ARS! It says, “creative quality drives more than half of the sales changes for brands analyzed, four times higher than the impact of the specific media plan involved!”
BooYA. How you like me NOW!?
I’ll file this under “shit I knew was true even without hard data to back it up”
But it’s nice to have the data telling me I was right all along.
*only if you have a shitty planning department
**Yes, we all know that it’s a collaborative effort to bring campaigns to life and that there is no I in TEAM. But there are I’s in CREATIVE, ART DIRECTOR and COPYWRITER.